SOUR SALLY: A BRAND FROM THE HEART

This case illustrates how Sour Sally’s brand was built. The process of development, including brand positioning, brand formulation, and brand delivery, is presented. This can be used to develop a discussion about brand equity, brand positioning, brand formulation, and brand delivery. In this case, brand positioning was formulated by specifying a Point of Parity (PoP), which is a product category that will be entered and set by the PoD (Point of Difference), which contains the key to brand differentiation by Sour Sally.

At the initial launch, Sour Sally occupied a new category. It was a pioneer in the frozen yogurt category and competed with a nearby cross-category, ice cream. Sour Sally also seeks to provide differentiation by building the perception of USA’s brand, that is, by using the tag line “U.S. Premium” and “Non-Fat” Frozen Yogurt as a way to provide tranquility for the customers to consume this “ice cream” yogurt. Sour Sally’s brand positioning was for a target market comprising women within 15 to 45 years of age.

After setting its position, Sour Sally performed brand formulation which contained: name, logo, design, packaging, and the identity of Sally’s own figure. Brand delivery was done with an emphasis on public relations and customer relations compared with advertising. PR function was done through various print and online media. Customer relationship was engaged via community marketing through networking websites and members.